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Practice Case Study: Honeylu’s Coffee
Case Report
Instructions:
This assignment
will not be marked
and is a practice exercise to familiarize your team
with video case analysis expectations
It will be completed IN CLASS in your assigned Case Study Teams
You are tasked with creating a new signature drink for Honeylu that embodies who they
are and what they do
Watch the video and carefully review the case notes in your text for important tips
and details
Complete all questions after thoughtful discussion in your groups in which all members
contribute
Elect a MODERATOR for his first, unmarked activity (review the responsibilities of the
MODERATOR in your Team Contract)
1 | P a g e
Discussion Questions:
1.
Describe who you feel is the perfect target customer for Honeylu’s new signature drink.
You must include specifics about their demographics and psychographics of the target
customer. The perfect target customer for Honeylu's new signature drink, Retrievers' Roast
Combo, is professionals aged thirty to fifty who are passionate about their pets.
Demographically, they encompass a wide range of occupations, including businessmen
and housewives, residing in the local community. Psychographically, they value
quality and seek experiences that align with their refined tastes and busy lifestyles.
With a strong affinity for their pets, they prioritize pet-friendly establishments and
appreciate the opportunity to share special moments with their furry companions.
Honeylu's café provides them with a welcoming environment where they can enjoy a
premium drink for themselves and treat their pets to the Puppuccino Delight, creating
lasting
memories
of
indulgence
and
companionship.
2.
How do the values and branding of Honeylu’s Coffee come into play in the creation of
your specialty coffee?
The "Retrievers' Roast Combo" at Honeylu's Coffee perfectly embodies their values
and branding. With a focus on creating a dog-friendly environment and providing a
unique experience, the name reflects their commitment to customers and their furry
companions. The coffee's exceptional quality, achieved through meticulous bean
selection and roasting techniques, showcases Honeylu's dedication to excellence.
Moreover, the "Retrievers' Roast Combo" fosters a sense of community and connection
among dog lovers, creating opportunities for bonding over a cup of coffee. Honeylu's
Coffee combines their values, branding, and commitment to deliver an exceptional
specialty
coffee
experience.
3.
What other attributes could be added to the new signature coffee to make it even more
appealing to the customer?
Seasonal Variations:
Introduce limited-time flavors and special editions that
align with the changing seasons. This will create a sense of excitement and
encourage customers to try new and unique variations of the signature coffee.
2 | P a g e
For example, flavors or syrups like mint and cinnamon can be added to drinks
in summer and winter respectively.
Food Pairings
: To enhance the appeal of the new signature coffee, Honeylu's
can offer delicious food pairings that perfectly complement its flavors. This can
include pastries, cookies, or breakfast items carefully chosen to enhance the
overall taste experience and encourage customers to indulge in a delightful
combination.
Loyalty Rewards Program:
Implement a rewards program that rewards
customers for their loyalty and frequent visits. This can include earning points
for every purchase of the signature coffee, exclusive discounts, or special perks
for members. A loyalty program will not only incentivize repeat business but
also foster a sense of appreciation and loyalty among customers.
By incorporating these suggestions, Honeylu's can create a more enticing and engaging
experience for customers, offering seasonal variety, delectable food pairings, and
rewarding loyalty, all of which contribute to an enhanced customer experience and
increased satisfaction.
4.
Conduct secondary research on specialty coffees (research other companies) and detail
what other competitors offer in the specialty coffee market. Is there anything that you
would like to also consider for your new drink?
Intelligentsia Coffee - Chicago, Illinois:
Known for their commitment to direct trade sourcing, ensuring sustainable
relationships with coffee farmers.
Meticulous craftsmanship and innovative brewing techniques result in
exceptional coffee offerings.
Renowned for providing customers with memorable coffee experiences.
Blue Bottle Coffee - Oakland, California:
Dedication to quality and sustainability, sourcing beans meticulously and
utilizing precise brewing methods.
Offers an exceptional coffee experience rooted in their passion for
craftsmanship and perfection.
Known for their loyal following and locations across the United States and
internationally.
As for considering elements for your new drink, you may draw inspiration from these
competitors by focusing on direct trade sourcing, emphasizing meticulous
craftsmanship in the brewing process, and prioritizing unique flavor profiles.
Additionally, incorporating sustainable practices and creating a memorable coffee
3 | P a g e
experience for customers can further enhance the appeal of your new drink in the
specialty coffee market.
4 | P a g e
PRODUCT
Product Characteristics
Reasoning/Why?
(
What strategy went into your answer? This is your chance to apply marketing concepts and show insight.)
Name of the New Signature Drink
Retrievers' Roast Combo
Retrievers' Roast Combo" perfectly captures the essence of our
brand as a dog-friendly café that values quality and customer
satisfaction. The name reflects our commitment to providing a
warm and welcoming environment for both humans as well as
dogs, while highlighting the exceptional coffee roasting and
brewing techniques we employ. It conveys professionalism,
sophistication, and our dedication to serving a memorable
experience to our customers be it human or dog.
Contents of the drink
Instructions
:
▫
Brew a strong cup of coffee and adjust the amount of coffee beans and water according to the desired strength of the coffee.
▫
In a separate container, heat or steam the milk of choice until it reaches desired temperature. While using alternative milks like almond
or soy milk, ensure they are well frothed.
▫
Add ice cubes to a serving At HoneyLu's, we believe in creating a unique and customizable coffee experience that caters to every individual's
taste. Our signature Retriever's Roast Combo is the epitome of simplicity and personalization. It starts with a base of everyday
ingredients like coffee beans and milk, but what sets it apart is the opportunity to enhance it with special add-ons tailored to your preferences. From a variety of milk alternatives like Soy, Almond, and Coconut, to the choice of sweeteners and syrups, the possibilities are endless. It's a coffee adventure where you can truly make it your own.
But that's not all. We go the extra mile to make sure every 5 | P a g e
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